Search Engine Optimisation - Google AdWords Strategy

They may supply fences, but there are no boundaries to their growth. From ZERO confidence to ‘Don’t Fence Me In.’


Fencing Components started their Digital Marketing in-house, but quickly realised they needed support from experts in the field if they were to ever achieve their marketing goals. We were keen to turn this around for our client and provide them with advice, which would exemplify the possibilities and potential of their business.

Strategy and Approach

Our clear-cut strategies provided our client with a plan to generate positive ROAS, increase conversions and increase traffic to their website. We also provided Fencing Components with a marketing strategy which would enhance their professional and reputable brand to be the ‘go-to’ company for fencing supplies and information on fences.

Google Ads

We focused on three high impact fencing categories on sales and continually made optimisations to each campaign. Paused keywords and ad groups that weren’t performing, split testing ads, adding negative keywords, changing bidding strategy from Maximise clicks to maximise conversions when. We also introduced a shopping campaign in May to further grow our Google Ads presence. Additionally, we used Google Observational audiences to better target people in the construction & building industry and in the market for home improvement or outdoor supplies.


Fencing Components noticed that they had strong competition and since we had significantly improved business with our Google Ads strategy, we also helped them with SEO. We analysed the site and noticed that there was a large amount of technical SEO issues. We rectified numerous technical problems with the website as every single page was also not optimised with proper Title tags, meta descriptions and heading tags. There were a lot of broken internal links, several pages that could not be crawled and the website loaded very slowly. We fixed many duplicate title tags and meta descriptions and optimised the pages to target the keywords that we knew were effective from our Google Ads performance.

Results So Far

Within only 4 months we have achieved all the initial goals the client set out for us to achieve within 12 months and have continued to improve their growth to date. Conversions have been growing gradually month on month and have improved dramatically since September 2019. 17,978 Organic Visitors (SEO) and 10,163 Paid Search Visitors (Google Ads) in total. 33 keywords in top 3 position to 106 keywords in top 3.

1,435% Increase in Traffic
2,794% Increase in Conversions
92.5% Decrease in CPC

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I am proud of our team for achieving outstanding results for our clients and working together towards a common goal.

Ivan Teh Digital Strategist & Co-Founder